H&M replied to Letlhaku’s comment in a four-part tweet saying: “H&M’s marketing has a major impact and it is essential for us to convey a positive image. We want our marketing to show our fashion in an inspiring way, to convey a positive feeling.”

The retailer went on to say: “We work with a wide range of models and personalities throughout all our marketing both online, outdoor and in store. Our marketing policy, campaign productions and work is something we constantly discuss internally and with creative professionals.”

“In no way does H&M state that positivity is linked to an ethnic group. H&M is a proudly global brand that embraces all people who are inspired by fashion, regardless of ethnic background, gender or culture,” it tweeted.